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Zego

Nobody loves their insurance company. We set out to change that by helping create a purpose-driven brand that puts people first. Insurance you can switch on and off when you need it. Insurance that lets you Go Freely.

We delivered:

Brand strategy, visual and verbal identity, brand guidelines.

Our approach

We put people at the heart of innovation to create a brand for today’s ways of working.

Our brief

The insurance industry hasn’t kept up with the way people are working. And it just doesn’t make sense to buy an annual policy if you’re working on an hourly basis. Zego is changing all that, offering innovative insurance by the hour. And they came to us for a brand aimed at those who choose how, where, and when they work.

Brand strategy

Market research, workshops and interviews gave us a sense of the brand. For an industry on the verge of disruption, Zego needed to build a challenger brand quickly, conveying the integrity of their product, and inspiring confidence in their customers. And when competitors only talk about things going wrong, we wanted to be more positive and empowering. We wanted Zego customers to ‘Go freely’.

Visual and verbal identity

We wanted to create a brand Zego could grow into. A brand that reflects what they do today, and what they could do in the future. For the word mark we took away any excess, leaving exactly what was needed. Much like the insurance itself. The principle of the logo then expanded into a dynamic visual language, with a colour palette designed to stand out in an industry at a standstill. We then gave guidance over how Zego should speak, helping them deliver their varying messages to equally varying audiences.

Guidelines & implementation

We put together a clear and comprehensive set of guidelines – including rewriting a number of key communication pieces – to help Zego bring their brand to life across a range of channels.

The insurance industry hasn’t kept up with the way people are working, and as a result today’s insurance doesn’t work for a lot of people. So, when forming Zego, it was never going to be enough just to stand out - we needed to show people what we stood for. Our new branding gives us a clear, powerful purpose and a rich, scalable identity that’s both innovative, forward-thinking and full of substance. Just like we are.